The author is a Forbes contributor. The opinions expressed are those of the writer.

Loading ...

Loading ...

This story appears in the {{article.article.magazine.pretty_date}} issue of {{article.article.magazine.pubName}}. Subscribe

Six Flags Buzz is rising

As parents make their plans for the summer, theme parks always rate high on the family activity list – and Six Flags is potentially set to benefit from a rise in Buzz among adults with children.

The amusement park chain has been on a perception upswing since February 2013 among consumers with children under the age of 18. The uptick in Six Flags perception surpassed an index of key US competitors: Busch Gardens, Cedar Point, Disney Land, Sea World and Universal Studios. Six Flags Buzz rose from 4.8 on February 17 to 12.3 on May 28 for parents. On May 21, Six Flags overtook the amusement park sector Buzz index, and remains one point above its competitors which achieved a more moderate Buzz lift from 9.1 on March 28 to 11.3 on May 28.

These brands were rated with YouGov BrandIndex’s Buzz score, which asked: “If you've heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” Results were screened for adults with children under the age of 18.

The perception uplift may be down to the improving weather, and the promotion of its 18 theme parks which are setting up new attractions for the summer. The Cirque Dreams Splashtastic event, which has been featured in the online press and Six Flags page, launches this summer at the Discovery Kingdom in California. New rides have been opening in Six Flags parks, including the 400-foot Texas Skyscreamer. Don McCoy, Park President of the Discovery Kingdom, said in February: “Six Flags has a dynamic 2013 season planned with new attractions, special events and fun for the entire family.” These have been advertised on social media platforms, while the brand has a strong presence on the travel contributor review website, Trip Advisor.

The Buzz boost will be good news to Six Flags, which has gone from heavy debt to record profits in recent years. The amusement brand made record profits in 2012, reporting $1.1bn of annual revenue, making it the highest-earning year in the company’s 27-year history. In addition to the uptick in Buzz, the brand has also seen a corresponding improvement in Purchase Intent, more than doubling its score to 8.5, second only to Disney World / Disnely Land in the BrandIndex survey.